There are never too many minds during a brainstorming session. Raw brainstorming is always most successful when several people get together with sleeves rolled up and minds open. Where one person may hit his head on a wall is the exact place another person finds a window of opportunity.
Remember, we are discussing brainstorming in a group – creating creativity. We aren’t discussing the creation of a committee to evaluate ideas or approaches. I am suggesting that you assemble a team to generate ideas, because it seems the best ideas are generated by groups. On the other hand, ideas are best evaluated by only a few and, ideally, by only one person.
There’s a real art to team brainstorming. It’s a lot like group therapy. You must keep the ball rolling, pick up steam, bounce thoughts off each other to facilitate great ideas. Here are some basics to keep in mind while brainstorming in a group:
- Everyone in the room is an equal participant. No one is the boss, and no one is stupid. Mutual trust and respect for all group members will produce better results.
- No ideas are bad. There is no judgment or evaluation of ideas. All ideas are significant and will lead to others.
- Record all thoughts, statements or ideas. These sessions are best recorded by one person on a roll of paper hung on the wall for everyone to view. This way, old ideas are as close as the new ones emerging. Further, if something is not recorded accurately, at least on person will notice and correct the error.
- Start the brainstorming session with an examination of the problem. Developing a verbal description of the problem will start the ball rolling.
- Always restate the problem in terms other then those in which it was originally described. this causes you to look at individual words as a source of inspiration.
- List words that have anything to do with the issues at hand as a means to discover and explore possible paths to new ideas.
- Silence is bad, noise is good. When the room is silent, there are no ideas and you are pursuing a dead-end thought. Move on.
- Everyone participates. Group dynamics affect different people in different ways. Remember that quiet kids in the back of the classroom who didn’t raise their hands? Many of those kids had, and sill have, the most creative minds. They’re simply afraid of looking foolish. If everyone in the group plays fair and remains open, these people will participate. If they don’t participate, call on them. Ask their opinions.
- Assign a facilitator. Notice I avoided the label of “leader”. The facilitator is someone who keeps the group talking. She/he is not the evaluator, not the one with all the ideas. The best facilitators are often the people who are generally quiet when in a group. A quiet person serving as facilitator will be more motivated to contribute.
- Brainstorm when everyone is fresh. Don’t do it the first thing in the morning when some people are trying to wake up. Give them time to get the cobwebs out of their heads. Don’t brainstorm at the end of the day when everyone is tired and drained.
- Avoid interruptions. Have someone outside the session cover the phone and take messages. Do not, I repeat, do not interrupt the session for anything.
- Keep the tone of the session light and playful. If the room lacks fun and laughter, chances are the ideas are dull, uninspired and predictable.
Happy brainstorming and don’t be afraid to shout out your ideas.
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